Subconscious Motivation Research Articles

Анализ рынка нейромаркетинговых технологий и оценка их роли в повышении эффективности восприятия контента

The results of a study of the dynamics of the global market of neuromarketing technologies, in particular the market of eye movement tracking technology (eyetracking), are presented. The conclusion is made about the existing positive dynamics: in recent years, the market has been showing annual growth and, according to experts, by 2032 it may reach a value of $ 3.2 billion.; as well as the high demand for neuromarketing technologies in various fields such as healthcare, retail, the gaming industry, automotive, advertising, etc., due to the growing needs of businesses in monitoring consumer behavior, uncovering subconscious motives and emotional triggers in order to adapt company strategies to the needs of the target audience. The analysis of the market structure by region is carried out: the largest market share belongs to North America, the Asia-Pacific region and Europe. The dominant regions in the eyetracking market are North America and Europe. Neuromarketing tools are applicable for conducting research and experiments in various fields and allow you to measure responses to product advertising, packaging, price, ease of use, assessment of emotional state, as well as human perception of content posted on a website, advertising surface or presentation slides. Experiments with the use of trackers make it possible to understand how a person perceives information, what he reads first of all, what he looks at. The results of existing experiments with the use of eye trackers allow you to make decisions about content and its rational placement on the surface (slides, website, advertising banners, etc.), maximizing meaningful interaction. Further research and experiments are needed to optimize marketing efforts and increase the effectiveness of interaction with consumers.

Psychoanalytic Exploration of Identity and Loss in Kiran Desai’s The Inheritance of Loss

This psychoanalytic exploration delves into the nuanced dimensions of identity and loss within Kiran Desai’s literary masterpiece, The Inheritance of Loss. By applying critical psychoanalytic concepts, this analysis navigates the novel’s characters’ intricate subconscious motivations and conflicts against cultural shifts and globalization. The study unveils profound psychological landscapes within the narrative by employing a methodology that combines close textual analysis with established psychoanalytic principles. The characters, such as Jemubhai and Biju, serve as focal points for exploring the depths of their internal struggles in response to external forces. Concepts like repression and symbolism become invaluable tools in deciphering layers of meaning embedded in the narrative, enriching our comprehension of their psyches. The Inheritance of Loss is a set of external events and a profound exploration of the human condition. Characters, shaped by their unconscious desires and conflicts, become mirrors reflecting the broader societal implications of cultural upheaval. The narrative becomes a testament to the intricacies of human existence amidst a rapidly changing world. This psychoanalytic analysis provides a key to unlocking the depths of Desai’s narrative, offering a richer interpretation of the novel’s characters and themes. By unraveling the psychological tapestry woven into the story, the study provides insights into the universal struggles of individuals facing the complexities of identity, loss, and cultural transformation. Through this exploration, The Inheritance of Loss transcends its narrative boundaries, inviting readers to contemplate the human psyche’s profound and often hidden dimensions.

Neuromarketing: a Tool to Understand Consumer Behaviour

This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational in their decision-making process, because emotions influence their behaviour. Consequently, the neuromarketing field emerged as a way to understand the subconscious motivations of consumers. The scientific problem of this paper is to analyse how neuromarketing techniques can be effectively integrated with traditional marketing research methods to provide a comprehensive understanding of consumer behaviour. It emphasises the fact that traditional marketing research tools may not reveal all essential insights into consumer behaviour research. Therefore, market research practices should employ neuromarketing tools such as eye tracking, facial expression analysis, biometrics and neuronal activity measurements. First, six principal neuromarketing research areas are identified: branding, product design and innovation, advertising effectiveness, shopper decision-making, online experiences, and entertainment effectiveness. Next, a simplified human behaviour model, consisting of three phases, unconscious, conscious and observable, is discussed. Finally, the paper focuses on criticisms of neuromarketing and ethical issues.

Psychoanalytical perspective of shakespeare's characters in love

This paper delves into the intricate realm of Shakespearean characters in love, employing a psychoanalytical lens to unravel the depths of their emotions, desires, and conflicts. Drawing on psychoanalytic theories, particularly those of Sigmund Freud and Carl Jung, this paper aims to dissect the subconscious motivations and psychological intricacies of characters such as Romeo and Juliet, Orsino and Viola, and other iconic figures. Through this analysis, the paper seeks to offer a nuanced understanding of how Shakespeare masterfully crafted characters whose emotional journeys resonate with universal human experiences. In addition to exploring the psychoanalytical aspects of Shakespearean characters' love, this paper also investigates the socio-cultural influences shaping their romantic dynamics. By examining the historical context in which these plays were written and performed, it aims to illuminate the ways in which societal norms and expectations intersect with individual psychology to influence characters' behaviors and choices. Furthermore, it analyzes how Shakespeare's portrayal of love reflects broader themes of power, gender, and identity, shedding light on the complex interplay between personal desire and societal constraints in Renaissance England. Through this multidimensional approach, it endeavors to provide a comprehensive examination of Shakespearean love that resonates with contemporary audiences while honoring the timeless brilliance of the Bard's storytelling.

Psychoanalytic Reading of Decadence and Crisis in Ted Hughes’ “Relic” and T.S. Eliot’s “The Hollow Men”

This research employs psychoanalytic methods to explore themes of decadence and crisis in Ted Hughes’ “Relic” and T.S. Eliot’s “The Hollow Men”. Drawing from Freudian and Jungian theories, it delves into the psychological aspects to reveal expressions of the despair of modernity. The paper illustrates underlying psychological decay within the poems, examining subconscious motives, suppressed desires, and conflicts. Through this exploration, intricate psychological states contributing to perceptions of crisis come to light. Highlighting these literary pieces as reflections of contemporary turmoil, the poems expose the erosion of both individual and collective identities. By using the lens of psychoanalysis, a deeper understanding of the interplay between the human psyche and society emerges, offering insights into the profound implications of modern decadence and crisis. Ultimately, the application of psychoanalysis enriches comprehension of the connections between psychological intricacies and societal disintegration, shedding light on the significance of the poets’ selected works

Psychographic consumer segmentation in the commercial real estate market: Methodological and practical aspects

The commercial real estate market offers two facets: on the one hand, consumers face difficulties in making investment decisions, and on the other, developers are driven by the need to create investment products. The article presents a psychographic consumer segmentation methodology and tests it in conditions of the commercial real estate market. The theoretical framework of the study is classical marketing theory. The Enneagram method is applied to reveal consumers’ subconscious motives behind their behavioural characteristics and investment decision-making, in particular. Additionally, the LOV method is used to clarify investors’ values and motives. The empirical evidence of the research is the survey data from 10 experts in the field of marketing for construction obtained using the Delphi method and Thomas Saaty’s Analytic Hierarchy Process, as well as data from 53 actual and potential investors in commercial real estate. The author’s own consumer segmentation method is proposed, which is designed according to the specificities of the commercial real estate market. As part of the methodology testing, we have identified the types of investors and formulated a marketing programme for one of the priority types that provides for increasing the loyalty to, and recognition of, the organization among investors. The in-depth study of consumers’ personality types and values has substantially contributed to the development of an investment product and its successful promotion among potential investors.

Therapeutic Dance Experimentation: Implementation of Post-Pandemic Movement Therapy

During the Covid-19 pandemic, people were constrained from carrying out physical activities due to social restrictions that had social, economic, and psychological impacts. People experience a decrease in body fitness, making them susceptible to disease. Dance therapy (DT) believes that the body and mind interact. Movements have a symbolic function and thus can help in understanding the self. Movement improvisation allowed people to experiment in new ways. Through non-verbal mediation, DT provided a method or channel for people to consciously understand the initial relationship with negative experiences, such as being affected by a pandemic. Through the unity of body, mind, and spirit, therapeutic dance provides a sense of wholeness to all individuals. DT enabled holistic creative expression by forming the whole person: mind, body, and spirit. The research aimed to apply a dance therapy model for children, disabilities, and older people to improve post-pandemic community fitness. This research supported the directives of the National Research Master Plan (NRMP) primarily on the health theme. It aligned with the ISI Surakarta Research Master Plan (RMP), focusing on developing art therapy. Method Development of the DT method went through four stages 1) Preparation: warm-up phase, a safe space was formed without obstacles or disturbances, and connections were formed that supported coparticipants' comfort in getting 2) Incubation: verbally encouraged participants to enter into the subconscious and develop an open attitude to create an atmosphere of serving participants, a relaxed atmosphere through dance movements. 3) Illumination: an integrated process through awareness with dialogue and self-reflection in which participants uncover subconscious motivations and increase self-awareness. 4) Evaluation: discussed the insights and significance of the DT process. This dance's creation applies the psychoanalysis theory by Sigmund Freud (1856-1939). We emphasized the behavioral aspects of human psychology by Sigmund Freud, which highlighted the realm of consciousness, which included three levels: the conscious, preconscious, and unconscious. Keywords: dance, art therapy, holistic, disability, psychoanalytic DOI: 10.7176/RHSS/13-10-05 Publication date: May 31 st 2023

Philosophy of Emancipatory Education through the Masters of Suspicion

This paper will answer what the masters of suspicion say about the construction of today’s relevant philosophy of education. This paper is a qualitative research intended to construct meaning through a literature search on selected reading sources. The hermeneutic perspective used in this paper means an attempt to put the text, namely the thoughts of these masters of suspicion, in the present context to construct a meaning for the relevant philosophy of education. Three masters of suspicion, i.e. Marx, Freud, and Nietzsche, spoke respectively of a critical task in the realm of human action. Marx suspected that economic motives are often not to support life but to suppress it instead. Nietzsche suspected that religion only produced decadent and timid humans so they never became their true selves, hypocrite, and like to scare others. Freud was suspicious of human subconscious motivation so it must be seriously criticized in order to bring out an action that is truly born of compassionate political and social morality. These three masters present important education values to be developed today, namely education for social change, empowerment, and building compassionate social and political morality.

Emotional reason: The Israeli scientific mind facing a German cultural mirror

Scientists often surmise that scientific thought is a universal faculty akin to Kant’s description of “pure reason.” The conventional view insists that science should censor the passions and bar the intrusion of emotional and subconscious motives into scientific work. This article challenges this truism by showing that the split between reason and emotions is rather culturally mediated. Using interviews with 125 Israeli scientists who had collaborated with German colleagues, the study allowed respondents to compare their scientific practices and intellectual styles with those of their German compatriots. The results suggest that in contrast to their sober and uber-rational German colleagues, Israeli scientists’ intellectual style can be described as fiery, enflamed, and passionate. Indeed, they often spoke of “love” and “desire” as central elements that drive innovation and creativity in scientific discovery. Their minds, they implied, function through emotional reason.

Dimensions of Brand Equity: A Hybrid Approach

Subjectivity and emotionality of a brand influence the subconscious motivation of customers. It determines brand loyalty, value of the brand, and sustainability of relationship with the customers. This study explores the qualitative dimensions of brand and aims to analyze the impact of qualitative dimensions of a brand on brand equity. In the present study, a sample of 450 respondents were taken who have positive inclination towards Apple iPhone. The variables of the study were extracted using qualitative research while data were processed using SPSS 20 statistical software. The hybrid approach is used in the study as it delivers better result. The proposed model was validated and the results of the study depict that brand friendliness, emotionality, brand trust, and alignment with the brand personality significantly influence brand equity. The study brings important insights about invisible, intangible, and subjective attributes of the brand. The study can be further used to build another inclusive model by incorporating both qualitative and quantitative aspects of the brand.

Role of users’ status quo on continuance intentions

Accelerated technological innovations have led to shorter product life cycles. Yet, consumers often decide not to discard the incumbent technology in favor of a new technology. To explain this decision-making process, a rich research stream has investigated subconscious motivations. However, there is little understanding of the role of conscious motivations and, more importantly, their interplay with subconscious motivations in their decisions. Using the value appreciation perspective, we controlled for the predictors of the second version of the unified theory of acceptance and use of technology (UTAUT2) and leverage prospect theory to enrich our understanding of users’ continuance intentions. We conceptualize status quo preference with two new constructs—namely, the value of status quo and users’ commitment to status quo—and integrate them with other known predictors of continuance intentions (related to an incumbent system)—i.e., trust and habit. We empirically test our model in two studies. Study 1 was conducted among 2,096 users of smartphones in Hong Kong. Study 2 reports longitudinal data, across three waves of data collection over a period of six months, from 240 analysts introduced to a new technology to support their work in a large financial services organization. The findings support our model and suggest that (1) users’ status quo preferences significantly determine continuance intentions; and (2) trust and habit have an effect on users’ status quo preferences. These findings advance knowledge on continuance intentions by integrating the effects of users’ conscious and subconscious intentions to continue using the incumbent technology.

Archetypes of Polish Political Parties - Empirical Analysis

Numerous attempts to explain the puzzle of the party-voter relationship have been made. Researchers explain vote choice referring to one’s social status, individual or group interests, sense of identity. All of them offer an interesting, but not complete explanation of the decisionmaking process. In the present paper, we study this phenomenon, using the brand personality approach, which focuses on consumers’ identity and emotional needs, according to which voter chooses a party which best resonates with an expression of the self he wishes to demonstrate (Street 2003). To examine the personalities of political brands, we refer to the concept of archetypes - a wellknown marketing research tool that enables to study of emotions and subconscious motivations that accompany all people’s choices. Using a mixed methodology, we verify what personality characteristics and dimensions (archetypes) voters use to describe Polish political parties and what needs and emotions accompanying party choice these archetypes indicate. The result is a portrait of political parties and their voters going beyond the traditional comparison of party manifestos, giving an insight into functional and emotional needs voting for a particular party meets.

Науково-видавнича діяльність Івана Вернадського як реалізація громадянської позиції вченого

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

Визначення етичних аспектів застосування нейромаркетингу у сучасних ринкових умовах

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

The Masters of Suspicion : The Wisdom of Supreme Masters

Three masters of suspicion, i.e. Marx, Freud and Nietzsche, each spoke of a critical task in the realm of human action. Marx suspected that economic motives were often not to support life but instead to suppress it. Nietzsche suspected that religion only produced decadent and timid humans so they never became their true selves, hypocrites and like to scare others. Freud was suspicious of human subconscious motivation so that it must be seriously criticized in order to an action was truly born of compassionate political and social morality. These three masters present important pedagogic values ​​to be developed today, namely education for social change, education for empowerment and education to build a compassionate social and political morality.

Is Insurance Status Associated with the Likelihood of Operative Treatment of Clavicle Fractures?

Most closed clavicle fractures are treated nonoperatively. Research during the past decade has reported differences in the treatment of clavicle fractures based on insurance status in the US and may highlight unmet needs in a vulnerable population, particularly because new data show that surgery may lead to improved outcomes in select populations. Large-scale, national data are needed to better inform this debate. (1) Does the likelihood of operative fixation of closed clavicle fractures vary among patients with different types of insurance? (2) What demographic and socioeconomic factors are associated with the likelihood of clavicle fracture surgery? (3) Has the proportion of operative fixation of clavicle fractures changed over time? A retrospective analysis of the Nationwide Inpatient Sample 2001-2013 database was performed. This database is the largest publicly available all-payer inpatient database in the US that provides pertinent socioeconomic data on a nationwide scale. Data were queried for patients with closed clavicle fractures using International Classification of Diseases, Ninth Revision (ICD-9) diagnostic codes, and surgery was determined using ICD-9 procedural codes. A total of 252,109 patients were included in the final analysis after 158,619 patients were excluded because of missing demographic or insurance data, ambiguous fracture location, or age younger than 19 years. Of the 252,109 included patients, 21,638 (9%) underwent surgical fixation of clavicle fractures. A chi-square analysis was performed to determine variables to be included in a multivariable analysis. A binary logistic regression analysis was used to examine demographic and other important variables, with a significance level of p < 0.01. Poisson's regression and a t-test were used to analyze trends over time. Results were recorded as odds ratios (OR) and incidence rate ratios. After controlling for demographic and potentially relevant variables, such as the median income and fracture location, we found that patients with Medicare, Medicaid, and no insurance had a lower likelihood of undergoing operative fixation of clavicle fractures than did those with private insurance. Patients without insurance were the least likely to undergo surgery (OR, 0.63; 95% CI, 0.60-0.66; p < 0.001), followed by those with Medicare (OR, 0.73; 95% CI, 0.70-0.78; p < 0.001) and those with Medicaid (OR, 0.74; 95% CI, 0.69-0.78; p < 0.001). Women, black, and Hispanic patients were also less likely to undergo surgery than men and white patients (OR, 0.95; p = 0.003; OR = 0.67; p < 0.001; and OR = 0.82; p < 0.001, respectively) There was an increase in the overall proportion of patients undergoing surgery, from 5% in 2001 to 11% in 2013 (incidence rate ratio, 2.99; p < 0.001). We believe that the greater use of surgery among adult patients with clavicle fractures who have private insurance than among those with nonprivate or no insurance-as well as among men and white patients compared with women and patients of color-may be a manifestation of important health care disparities in the inpatient population. This may be owing to variable access to care or a difference in the likelihood that a surgeon will offer surgery based on a patient's insurance status. Because operative fixation of closed clavicle fractures increases in the adult population, future research should elucidate conscious and subconscious motivations of patients and surgeons to better inform the discussion of health care disparities in orthopaedics. Level III, therapeutic study.

Scatological Asklepios: The Use of Excrement in Graeco-Roman Healthcare.

In the classical world, "official" rationalistic medicine made therapeutic use of excrement, urine and other substances that modern humans normally regard as repulsive (this was even true of Galen, the culminating authority); and popular medicine seems to have done so on a large scale. Such practices, which finally lost their professional though not their popular acceptability in the 18th century, have been studied to good purpose by other historians, but they have never been explained in a satisfactory fashion, partly because the relevant evidence is highly diverse. The present paper, by considering the long term (pre-Greek as well as Greek and Roman) and all the relevant contexts, including ancient feelings of disgust and the general state of ancient pharmacology, and by probing people's subconscious motives, attempts to establish a multi-factor explanation. This explanation balances traditions, beliefs about the inherent qualities, physical and magical, of natural substances, and the psychological needs of both healers and the sick.

Prime and Performance: Can a CEO Motivate Employees Without Their Awareness?

Work motivation research is at a crossroads with the discovery of the causal effects of primed subconscious goals in addition to those of consciously set goals on performance. Although social psychologists continue to demonstrate positive effects of primed goals on a multitude of dependent variables, priming research has been criticized for its lack of generalizability beyond tightly controlled laboratory experiments. Addressing this skepticism, a field experiment was conducted in a for-profit organization, where the CEO used goal priming to motivate job performance. A performance goal for achievement was primed with achievement-related words embedded in an email from the CEO to employees. The goal priming by the CEO necessitated little to no costs yet it increased objectively measured performance effectiveness by 15% and efficiency by 35% over a 5-day work-week. This field experiment illustrates a new alternative for increasing employee performance. In a second experiment, we conducted a conceptual replication of the field experiment in the laboratory with a larger sample size, and we extended theory by testing a measure of motivation level as a mediator of the primed goal-performance effect. The results affirmed the hypothesized motivational influence. These two experiments increase understanding of subconscious motivation processes.

ТВОРЧІСТЬ МАРТИ ГРЕМ В КОНТЕКСТІ СТАНОВЛЕННЯ ТАНЦЮ МОДЕРН

Martha Graham is one of the founders of modern dance. During the XX century, she was the director of more than 180 ballets. She is famous for a significant contribution to modern dance and American culture. This article explores the influence of Martha Graham’s creativity on the formation and development of the American dance school. The creative way of the dancer is considered and the author’s technique contraction and reliese, which dancer has gradually formed for many years and which is the basis of modern dance today, is analyzed. Trying to understand the truth, the dancers of “dance modern” were interested in the issues of the future fate of the people, how it will affect the historical past, how it will affect its formation of traditions, life circumstances, etc. All this inspired Graham for new productions. Turning to the past, the dancer wanted to find an important truth for herself. In the 1940s, M. Graham’s works received enormous and rebellious psychology. This is not just a concert work, but a whole emotional theatrical performance. M. Graham, in her productions, was able to glean subtlely and transfer to dance techniques exactly the emotional side that people at that time could not publicly demonstrate. It was very close to the background of the culture of postmodern American society, which emphasized subconscious motivations. Confidently moving toward modern dance, M. Graham creates her own “Martha Graham Dance Company”, which was not like any other, thanks to an individual style and bold experiments. Seventy years a renowned dancer devotes herself to choreographic art. She was the first who traveled through her art beyond the sea, who had the honor at the time to appear in the White House and the first to receive the highest civilian award – the Presidential Medal of Freedom. Thanks to Graham, the dance became a plot that was not typical of classical choreography, ballets and productions, was saturated with subtle philosophy and psychology, which created emotional tension, and the bodies of dancers were most liberated in the reproduction of natural emotions. As a result, her technology is reduced and the release is mastered by many followers and occupies a significant place in the context of modern choreography.

FORMATION AND DEVELOPMENT OF THE NEUROMARKETING’S CONCEPT IN MODERN CONDITIONS

To date, we can say that the market for the application of neurophysiological research in marketing is in the process of becoming. Promotion of neuromarketing services inevitably faces not only a number of difficulties, but also with insufficient development of interdisciplinary communications, lack of their transparency and high material and financial costs associated with this. It is important to mention the many opponents of the use of neuro research in marketing and in general the concept of neuromarketing, which creates additional barriers in the implementation of the concept.The market of consumer goods in modern conditions is characterized by the saturation of goods, the rapid renewal of the presented products, the emergence of new competitors, increased competition, changing consumer preferences, increasing consumer demands for both products and enterprises. In this regard, it is extremely important to study the possibilities of using neuromarketing research and neuromarketing tools in the conduct of business activities of enterprises.Using of neuromarketing research in the company’ marketing activities makes it possible to identify the subconscious motives of consumers and to model behavioral actions in accordance with the results obtained. As a result, the effectiveness of the application of an instrument is estimated and the trend of purchasing behavior is predicted. Each of the technologies of neuromarketing reveals certain motives of the respondents, in this connection the company determines the necessity of carrying out this or that research. The obtained knowledge increases the value of the product and promotes sales increase, as well as minimization of risks.